This week, we take a look at several big developments in fashion resale, from flashy new marketing campaigns to international expansions and integrated business models. It all reflects how resale is increasingly becoming a mainstream part of the fashion conversation. Years ago, Cardi B received a gift of an Hermès Birkin bag from her former husband, the rapper Offset. Tucked in the back of the Instagram Story where she showed the bag off, was a Fashionphile dustbag.
Sarah Davis, founder and CCO of the luxury resale company Fashionphile, saved the post out of pride. Now, years later, she’s working with Cardi B directly.
Fashionphile debuted a major new campaign this week with Cardi B, which Fashionphile is billing as its “most ambitious marketing effort to date.” It includes an ongoing collaboration with Cardi B, who will become the new face of the company, along with a slew of over 25 influencers, in-store events and out-of-home ads across the country. The campaign, called “Get Your Bag,” will run across all social channels, as well as TV and affiliate channels.
It’s a significant expansion for a company that didn’t even have a dedicated marketing department five years ago. And it’s not the only fashion resale company that’s growing, expanding and investing more heavily than the rest of the fashion industry. With the rise of resale powerhouses like Vinted and the expansion of resale channels by fashion brands like Eileen Fisher, secondhand fashion has gone from a niche way to save money to a legitimate, mainstream phenomenon.
